How to develop a digital strategy in a company?
Johan Bernal N.
3 min read.
In recent years, thousands of brands, organizations, and individuals have made their journey into the digital environment after understanding the benefits it brings in terms of exposure to an interconnected public and the great possibilities offered by digital commerce.
But to carry out this digital transformation, decision-makers must think about a digital strategy that fits the needs of their company or business project.
Today we tell you what are the aspects that you should take into account as a starting point for your digital strategy:
- Define general communication objectives.
- These should be aligned with the objectives, mission, vision, and values of the organization.
- Identify the right communication channels to position the brand.
- Complying with these aspects will allow you to receive a return on your digital investment.
Once you take the initial step, we recommend these 4 phases that you should prioritize to finish developing your digital strategy in its entirety.
1. Analysis of the environment:
Knowing and recognizing where you are is the first step to knowing what is the next step you should take. A general analysis in terms of marketing will allow you to know the state of your digital assets and will give you an idea of what you will have to do to adapt to changes and updates in the market.
In this step, you perform an in-depth analysis of your consumers, your competition, and the other actors that make up your market to know what are the specific challenges you must face.
In addition to defining your ideal customer at a digital level, this will allow you to use this definition to personalize your messages to your potential customers.
2. Definition of objectives
After analyzing your environment, you must set your objectives clearly and specifically according to the needs of your brand. You must carefully think about your business to decide how to proceed with the help of the digital environment.
Today it is common to talk about SMART objectives, which means: Specific, Measurable, Achievable, Relevant, and Time-bound.
Among the different existing objectives you can consider:
* Position your brand as a leader in your industry.
*Retain customers, act as a customer service channel.
* Get visits to your website
* Viralize content of value to your audience
* Attract a certain amount of visitors and convert them into customers.
* Sell a certain amount of money digitally.
3. Strategy definition
When determining the strategies to make a digital marketing plan, there are no written rules because each company must think their own, according to their objectives.
The relevant thing in this step is to land the actions that your strategy will require and the approaches you will give it.
It is advisable to start by strengthening your branding or brand recognition and then move on to more specific objectives; once you get to know your audience better and find the most appropriate ways to promote your products or services. These actions are part of the segmentation and targeting part of your strategy.
These actions are transcendental since they will later allow you to support your digital advertising strategy, since they are the ones that provide you with concrete data to know how to manage your ads, either in social networks or through search engines, for example, the most recognized ones such as Google and Youtube.
Once you have defined how you want to position the brand, you must determine on which platforms you will be present (or optimize the ones you already have). Not all online actions are the same or work for all brands, and your target market does not act or is not found everywhere in the same way.
Subsequently, you should think about the content of each platform, which should be different, distinctive, and adapted to the raison d'être of the social network or what your audience wants there.
This content strategy should determine what the tone of your brand will be, and should present an editorial calendar with themes and messages: describe the central themes and messages that contain what you want to express. At this stage you don't need to detail it by channel; that will come later.
4. Analysis and measurement
Once you have developed your content calendar and carried out the publication of each content taking into account the needs of your users, through the most appropriate periods and days according to the statistics provided by the same platforms, it is time to analyze the results through indicators or KPI's that will help you see if you achieved the initially proposed objectives and to determine what will be the next content strategy that can be much closer to what your community wants.
Although the process of consolidating your brand may never stop, you will be closer to your aspirations not only in terms of reputation but also in sales (in case that is one of your goals).
So now you know, here are the best tips to develop a digital strategy that will allow you to take a step to the next level!
Remember that if you are just starting in the digital world, Axiacore can help you develop your digital platform so you can meet all your business goals.
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